04
Herdfy
From 8 steps and 3 apps to a single form and one click.
- Product Design
- Civic Tech
- Full-stack
El problema
Friction was stopping people from taking part
Taking part in a citizen pressure campaign meant jumping between three apps: from social media to the institution's website, then to your email client. Copying and pasting the recipient and message text, manually editing your personal details. A fragmented, drawn-out process — easy to abandon halfway through.
The problem wasn't a lack of willingness. It was that the process asked too much. Herdfy removes all those jumps: one form, one click, sent.
El proceso
- 01MappingDocumented the existing flow step by step and identified where drop-offs were happening
- 02DefinitionEstablished the two key flows: campaign creation (organiser) and participation (citizen)
- 03DesignWireframes and UI for the participation form, prioritising speed and clarity at every field
- 04ValidationUser testing to measure whether the flow was understandable from the first visit, without instructions
- 05RefinementIterations on the form to reduce cognitive load to the absolute minimum
La solución
The message is already written
The organiser writes the text once. Every participant receives it adapted with their own data, as if they had written it themselves.
One click to participate
The participant fills in their name, location and date. The platform personalises the message and sends it. No copying, no pasting, no switching apps.
Tracking without extra work
The organiser sees in real time how many people have taken part. No spreadsheets, no counting emails, no manual management.
Sharing amplifies impact
Every campaign has its own URL. Sharing it is instant, and every participant can do the same to bring in more voices.
Tecnología
- Next.jsFrontend and API
- SupabaseDatabase and authentication
- VercelDeployment
- Cloudflare TurnstileAnti-spam
- PostHogAnalytics
Reflexión
Reducing friction is a design decision, not a technical one
The most important lesson from Herdfy: friction isn't solved by adding instructions, it's solved by removing steps. The old flow wasn't hard, it was long. And long is tiring. And tiring gets abandoned.
Designing Herdfy taught me that the real work of UX is making effort invisible. Getting the user to arrive, understand, act and leave feeling capable — not like they've just overcome an obstacle.